Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Adapt to Change
Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Adapt to Change
Blog Article
Terrestrial dramas have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is creating unique content and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight renowned leads to attract audience interest and produce television series that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from legacy media. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing creative risk-taking and artistry over mainstream success. Secondly, they curate personalized selections that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only within their region but also on a global scale. Through these approaches, OTT services are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on online services. This initiative helps sustain the relevance of legacy networks while attracting new viewership. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also solidifying their influence by collaborating with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama here production capabilities of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective unique approaches. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide genre-defying and internationally appealing content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a richer and enriched content environment in the future.
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